Nurturing global experience

LERROS, a premium brand from Germany, is modern, straightforward and confident in its style and signature. The masculine range is distinguished by its reliable degree of fashion as much as by its authenticity whereas its women’s fashion line is known for its reliable fit and compliments her lifestyle. Ram Prasad, CEO, LERROS Fashions India Pvt. Ltd shares his ideas of the company’s development, expansion and growth plans

Retailer: Elaborate on the entry of LERROS in India.

Ram Prasad (RP): LERROS marked its entry in India in August this year, with its first store launch at Select CITYWALK, New Delhi, followed by another outlet in The Great India Place, Noida. LERROS is a German casual wear apparel brand which has entered India through a Joint Venture between LERROS Germany and House of Pearl Fashions, India.

Retailer: What is your strategy for carrying out business in India?

(RP): India is seeing a meteoric rise on the global map which has made its people accept international brands like never before. LERROS will focus on providing a truly international experience to its customers through its innovative designs, fashionable outlook and a reliable fit.

Retailer: What does your promotional strategy focus on?

(RP): All our promotional strategies will be retail driven, as it is a key differentiator for LERROS vis-à-vis other international brands. So LERROS will help its customers enjoy a truly international shopping experience, which will also be a pleasurable and rewarding one.

Retailer: What categories of products are available to customers in India? What is the price range of LERROS products available?

(RP): LERROS deals in casual wear apparel such as shirts, polos, denims and pullovers for both men and women. LERROS is also available in skirts and dresses for its women customers.

LERROS caters to the premium segment of customers and is available in the price range of Rs 1,800-2,500 for shirts, Rs 3,000-3,500 for denims and Rs 2,500-3,500 for dresses.

Retailer: What are the challenges faced by you in the Indian market?

(RP): The key challenge for any international brand entering India is in differentiating its image from other international brands. LERROS plans to address that challenge through its innovative retail store concept which provides a distinct feel to the customers and reinforces the brand image in their minds.

The lifestyle brands have to be dynamic in their offering, as the Indian customer is widely travelled and expects the latest styles and designs in India too. LERROS will bring out 12 collections a year for both men and women, bringing out fresh designs at a high frequency. This concept will be emphasised through our retail store windows, which will also have a fresh look every month.

Retailer: Do you think real estate prices are realistic in the country at present?

(RP): There is a correction in the right direction.

Retailer: Which are the perfect locations for opening your stores?

(RP): LERROS is present in the premium lifestyle category and therefore, it is necessary for the brand to be present in locations which cater to such segment of customers who are fashionable and are interested in international designs. We are thus looking at all metros and other tier I cities like Bangalore, Ahmedabad and Chandigarh.

Retailer: What is the USP of your company?

(RP): The key USP for LERROS is its innovative store concept which comes out with 12 collections a year and distinguishes LERROS as an outwardly fashion brand, providing a wide range of designs and fits for both men and women who are in the age group of 20-45 years and are keen on wearing the latest designs.

Retailer: What are your plans with the retail rollout in the times to come?

(RP): LERROS plans to open 15 stand alone stores and shop-in-shops by March 2009 in major tier I cities. Depending on our initial success, the long term plan is to open 300 stores and shop-in-shops in the next five to seven years.